Elda Health announced the launch of the #AbhiToUmarHai campaign. The company intends to redefine the narrative by empowering women to welcome menopause as the next best chapter of their lives. Women leaders and influencers including Kirthiga Reddy, Suparna Mitra, Anjali Bansal and Premlata Agrawal are supporting the campaign that marks World Menopause Day.
The campaign focuses on overcoming stereotypes, talking about how women in their late 40s and above can be their own favourite, follow their dreams, and do anything their heart wants to pursue. It features a video that captures the essence of the journey through menopause, showcasing the determination and optimism that many women find during the transformative period. It shows women pursuing their passion and career journey in the next phase of their lives through the eyes of two friends, one of whom is shown to be encouraging the other one.
“Women often prioritize their roles as homemakers, sometimes neglecting their own healthcare needs. However, as they approach menopause and have fewer family responsibilities, it’s crucial to integrate self-care. We aim to spread awareness about menopause as a natural stage that can be comfortably managed with expert guidance. Our campaign at Elda Health focuses on reassuring women that they can continue to lead fulfilling lives and aims to normalize this phase, benefiting not only women but also those around them,” Swathi Kulkarni, co-founder and CEO, Elda Health, said.
As per statistics, there will be an astounding 1.1 billion women globally who are either navigating through menopause or have already crossed that threshold. Among this group are women who are at the pinnacle of their careers, contributing to society in various capacities.
The emphasis is on redefining the narrative around menopause and sharing inspiring stories of women from the Elda community who discuss their experiences of pursuing dreams during or after midlife. Further, the initiative includes engaging Instagram challenges encouraging women to explore new hobbies and earn rewards. It is also conducting informative workshops and sessions to foster dialogue and knowledge sharing around menopause with corporate partners like IBM and Atlas Copco.
“Let us redefine menopause as a transformative chapter in a woman’s life, a moment to celebrate our incredible journeys and an opportunity to unlock new potentials. Together, we can break free from the limitations of ageist stereotypes and empower women to thrive in their 40s, 50s, and beyond. #AbhiTohUmarHai,” Anjali, Bansal, founding partner, Avaana climate and sustainability fund, Avaana Capital, said.
Elda Health has also ventured into a range of specially curated products for women, marking an expansion for the company and its evolution from a service-centric entity into a comprehensive one-stop shop for women’s wellness. The company’s fundamental goal is to ensure there is positivity in the phase of menopause and help women realise it is a time of opportunity to reinvent themselves, and not just endure.